The Factors of Social Media Advertising That Influence Behavioral Purchase Intention of Generation Y and Generation Z in Pakistan

Abstract

This research paper presents some significant findings about generational cohorts and their buying behavior in Pakistan. Since a long time ago, marketing has depended on the utilization of market segmentation strategies. While birth age has been a valuable method to make groups, it determines sections, yet does not comprehend segment motivations. However, there is a significant commonality among the groups coming from same age bracket due to experience of same external events and this creates an unmatched value. Such qualities make a typical bond among those in that age group, or generational accomplice. Generations are one way to group age cohorts. A generation typically refers to groups of people born over a 15-20-year span. Generations provide a chance to look at consumers both by their place in the life cycle and by their membership in a cohort of individuals who were born at a similar time. (Dimock, 2018)